Tennis to fight drugs with help of Beatwax

Beatwax has won a pounds 250,000 pan-European account to promote

the dangers of drug abuse within tennis.

The agency has been taken on by the International Tennis Federation

(ITF) for the next year to promote the campaign, part-funded by the

European Union.

Beatwax will also work alongside the European Tennis Association and the

International Wheelchair Tennis Federation.

Creative director Mike Brown heads a team of four, reporting to ITF

financial director John Garnham.

There have been only seven convictions for drug abuse in the sport's

history, but the EU wants to ensure tennis keeps its clean record and is

seen as an example to other sports trying to combat drug abuse.

Brown said: 'Although it is seen as a clean sport, the ITF and other

bodies in the sport realise they can't be complacent.'

The campaign will target the media, competitors and fans attending

junior events in all EU member states.

Brown added: 'To effectively communicate the anti-dope message, we must

adopt the language and skills used in marketing brands and lifestyle

products to an audience of young consumers.'

Beatwax, which last year worked with the ITF in its bid for EU funding,

won the account following a competitive pitch.

The PR campaign will work to an itinerary of 14 fixtures in the 2001

European youth tennis calender.

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